So you want people to share your ad
Yeah, join the club.
There are lots of tricks to get stuff shared: puppies, babies, flame-war bait, Bernie in mittens, conspiracy theories. But how do you get people to share ADS?
Jonah Berger (Contagious author & Penn prof) and Daniel McDuff (Microsoft research scientist) turned to facial coding to see which feelings are most likely to get people to do so.
They had over 2,000 people in 5 countries watch 230 ads (10 ads each). Then they had the algos watch the watchers. And then they watched the algos. And after all this watching they found a clear winner:
Joy. (As measured by smiles.)
It might not be that surprising. I'm probably not gonna share something that makes me confused.
But how often does the brief say "Bring our viewer real joy" or "Make them smile from ear to ear" or "Above all, entertain them!" If it's there, it's probably buried under the other 6 Priorities of Communication.
So if sharing is a goal (and there are worse goals), your ad is never fully dressed without causing a smile.
#socialmedia #marketing #advertising #digitalmarketing #brandscience #consumerpsychology